Publication Search

Vision+ pay television. This study uses a descriptive qualitative approach to gain an in-depth understanding of Public Relations practices at MNC Channels. Data collection techniques were carried out through observation, in-depth interviews, and documentation. Data analysis used the Miles and Huberman interactive model which includes data reduction, data presentation, and drawing conclusions. The results of the study indicate that the role of Public Relations is not yet fully optimized, especially in the strategic decision-making process. Public Relations functions more as a technical implementer of communication rather than as a management advisor. This condition has an impact on the less than optimal efforts to strengthen the Vision+ brand image. Therefore, it is necessary to strengthen the role of Public Relations as an expert prescriber, communication facilitator, problem-solving facilitator, and communication technician to support the company's communication strategy and improve brand image. In addition, this study also found that internal coordination, utilization of digital media, and consistency of communication messages are important factors in building positive public perception. The lack of integration between the Public Relations function and strategic management causes the messages delivered to be not fully aligned with brand positioning

This study aims to examine how the implementation of Integrated Marketing Communication (IMC) carried out by Friendshub contributes to building and strengthening brand awareness. Employing a descriptive qualitative approach and a case study method, data were collected through in-depth interviews with the core team of Friendshub and documentation of marketing activities, which were then thematically analyzed to explore communication patterns and creative strategies applied. The findings reveal that Friendshub integrates six elements of IMC as proposed by Belch and Belch (2021)—advertising, sales promotion, public relations, personal selling, direct marketing, and digital/interactive marketing—implemented across various channels such as social media, WhatsApp, email blasts, and event organization that emphasizes direct experiential engagement. The success of this implementation is supported by close communication with clients, consistent visual identity, and the adaptability of messages to audience needs, while challenges include limited budgets, dependence on client briefs, and short execution timelines. These findings highlight that consistent, creative, and adaptive IMC practices are not only effective in enhancing brand awareness but also in strengthening long-term relationships between Friendshub as a brand and its audience, thereby contributing positively to the sustainability of its image and corporate growth.

Film is a communication medium capable of conveying moral messages to the public through a series of moving images, usually accompanied by sound. One such medium is the short film. "The waiting room" by Galih Firdaus, a production of PT Kereta Api Indonesia (KAI) released in April 2024 and received positive acclaim for its engaging plot and relevance to the audience's reality. This study aims to analyze the moral message in the film using Charles Sanders Pierce's semiotic theory, which emphasizes three main elements: Representation, Object, and Interpretant. The study used a descriptive qualitative approach with a content analysis method to uncover the moral meanings behind the film's scenes. The results found 15 scenes that explicitly convey moral values, including the importance of open communication within the family, the meaning of simple kindness, valuing togetherness, the commitment of true love, a mother's fortitude, loyalty in waiting, and sincere care. The moral message is constructed through Representation (physical signs such as a bowl of soto), Object (the reality conveyed, such as an apology), and Interpretant (the audience's understanding that the soto symbolizes improving relationships). In conclusion, the film "The waiting room" successfully conveys a strong moral message through a neatly structured narrative.

Development of digital media has driven significant changes in public relations practices, particularly through the implementation of Digital Public Relations (Digital PR) as an organizational communication strategy. Digital PR allows companies to build two-way relationships with the public and shape brand image in a more interactive and sustainable manner. This study aims to analyze the influence of Digital Public Relations on Dove's brand image in the #RealBeauty campaign. The study uses a quantitative approach with a survey method involving 100 social media users who are aware of the #RealBeauty campaign. Data were collected through a Likert-scale questionnaire and analyzed using simple linear regression. The results of the study show that Digital Public Relations has a significant effect on Dove's brand image. Digital PR elements such as the quality of digital content, interactivity, message credibility, and value consistency have been proven to contribute to shaping positive consumer perceptions. This study affirms the strategic role of Digital PR in building a brand image based on social values in the digital era.

This study aims to analyze the role of public relations as a key pillar in building reputation and enhancing the credibility of nature-based tourism in Jombang. The research focuses on the communication strategies employed by public relations officers in delivering information, managing public interactions, and utilizing digital media as the primary tool for strengthening destination image. The research method used is a case study with a descriptive qualitative approach. Data were collected through in-depth interviews with six informants, including public relations staff, tourism managers, representatives from the tourism department, local community members, and visitors.The findings show that public relations plays a vital role in reputation building through four main dimensions: message consistency, communication transparency, collaboration with communities and stakeholders, and the optimization of digital media. Field findings reveal that consistent use of social media strengthens tourists’ trust, while local community involvement adds authenticity to the destination’s image. Moreover, public relations also functions as a crisis communication manager by providing fast and accurate information during operational disruptions. In conclusion, the reputation of nature tourism in Jombang is not solely determined by natural beauty but also by the quality of communication managed by public relations. The optimization of digital and collaborative communication has become a key strategy to maintain the credibility and attractiveness of the destination amid increasingly competitive tourism dynamics.

Social media has become an important element in the public relations strategy of government agencies, including the Human Resources Development Agency (BPSDM) of the Ministry of Public Works (PU). Instagram, as the most popular platform in the world, plays a strategic role in disseminating institutional information. This study focuses on analyzing the PR strategy of BPSDM PU through the management of the Instagram account @pu_bpsdm. The method used is descriptive qualitative through observation, interviews with the Public Communication Team, and literature study. The results of the study show that the PR strategy is implemented through four step according to Cutlip & Center, namely situation analysis, planning, communication implementation, and evaluation. Issue identification is carried out through a top-down and bottom-up approach to ensure that the message is in line with public needs and the agency's agenda. Content production is carried out in a structured manner with a multi-layered verification mechanism, while routine evaluations show a significant increase in engagement from 25.2% (June), 29.28% (July), to 40.84% (August). These findings confirm that the BPSDM PU's digital PR strategy is effective and contributes to strengthening the institution's image in the public communication sphere.

After achieving success with the #LoveAvoskinLoveEarth initiative, Avoskin continues its efforts by launching a new eco-friendly campaign called #MulaiDariMejaRias. In this campaign, Avoskin invites skincare product users to be more careful in choosing care items, and to use appropriate products for simplicity and sustainability. Brand image plays a very important role in marketing its products. One way to build a positive view in the community is through campaign activities. This study aims to analyze the impact of the message from the #MulaiDariMejaRias campaign via Instagram @avoskinbeauty, assess Avoskin's Brand Image related to the campaign, and evaluate the influence of public relations messages in the #MulaiDariMejaRias campaign on Avoskin's Brand Image on Instagram. The theory applied in this study refers to Messages from Perloff (2017), Soemirat, Soleh & Ardianto (2018) regarding brand image variables. The approach used in this study is a quantitative approach with a survey method to 86 respondents of Instagram followers @avoskinbeauty, using a random sampling technique. The research results showed a 41% impact of the #MulaiDariMejaRias public relations campaign message on Avoskin's brand image on Instagram. Furthermore, the #MulaiDariMejaRias campaign message was emotionally and linguistically effective, and the campaign successfully improved brand image through audience attitudes.

Fore Coffee's #FOREsponsible campaign prioritizes the principle of environmental conservation. They collaborate specifically with a company called Robries, which processes plastic waste into valuable products such as furniture and home decor. This study aims to determine how much influence the #FOREsponsible public relations campaign message has on Fore Coffee's brand image. The theory used is the Campaign Message theory (variable X) in accordance with Venus's research (2019), with indicators including Message Content, Message Structure, and Message Frame. Brand image (variable Y) is measured based on the dimensions of strength, favorability, and uniqueness in accordance with Keller's theory (2013). This study uses a quantitative approach with a survey method, namely by distributing questionnaires to 94 samples selected using the Slovin formula, probability sampling techniques, and simple random sampling methods. The collected data were then analyzed using simple linear regression techniques. The results of the analysis show the influence of variable X (Campaign Message) on variable Y (Brand Image). From the results of simple linear regression, the R Square value (coefficient of determination) was obtained at 63.3%, which means that approximately 63.3% of the influence on Fore Coffee's brand image comes from the #FOREsponsible campaign message on Instagram. While the remaining 37.7% is influenced by other factors not covered in this study. This proves that the campaign message has a significant influence on Fore Coffee's brand image.

The Public Relations of the Prosperous Justice Party (PKS) utilizes Instagram social media as a strategic platform to influence the party's image. PKS is portrayed as an Islamic-based political party that uses the path of da'wah in its political endeavors and strives to strengthen its image through content on Instagram social media. The objectives of this research are to measure 1) the content of the @pk_sejahtera Instagram social media, 2) the image of PKS, and 3) the influence of Instagram social media content on the image of PKS. The theories used are content pillars theory, image theory, and SOR (Stimulus-Organism-Response) theory. This research methodology uses a quantitative approach with a survey method and the sampling technique used is random sampling. The population consists of 2,577 followers of @pk_sejahtera on Instagram who commented or interacted on 68 content items related to activities, education, and entertainment from April 20 - May 20, 2025. The sample size is 96 respondents. Data collection techniques involved distributing closed online questionnaires. The research results show that variable X (credible, shareable, useful or fun, interesting, relevant, different, and on-brand) obtained an average value of 3.66 and is categorized as high, indicating that the presented content is positively evaluated, capable of attracting attention, clearly conveys messages, and builds engagement with its followers. Variable Y (visibility, clarity, and uniqueness) has an average value of 3.72 and is categorized as high, indicating that the image of PKS has been positively formed, appearing visible, clear, and unique. The influence of Instagram social media content on the image of PKS is obtained through an R Square value of 0.639 and a t-count value (12.908) > t-table (1.985), indicating a significant influence between Instagram social media content and the image of PKS, with 63.9% of the PKS image being influenced by Instagram social media content and the remaining 36.1% influenced by other factors outside the research variables. This research proves that Instagram social media content has a significant influence on the image of PKS.

This study aims to analyze the role of Public Relations in establishing partnerships with the press to increase publicity at SMPN 12 Jember. The background of this study is influenced by the importance of positive media publications in building a school's reputation and competitiveness amidst intense competition among educational institutions. The research method used is a qualitative case study approach, involving in-depth interviews, participant observation, and documentation studies of public relations staff and media partners. The results show that the role of public relations has evolved from an administrative function to a strategic spearhead that manages two-way communication, fosters relationships, and builds reputation. The strategies implemented include the use of convergent media, by combining traditional media (such as school magazines and brochures) with digital media (such as websites, Instagram, and YouTube) to expand the reach of messages. In addition, adaptations to local culture, such as the use of polite Javanese language and a family-like approach, have proven effective in building public trust. This study also emphasizes the importance of systematic and participatory evaluation to improve program effectiveness. The implications of this study suggest that schools design measurable and contextual public relations strategies with local values ​​to increase the school's visibility and positive image.

This study analyzes the communication methods used by the Sharia Savings and Loan and Financing Cooperative (KSPPS) Abdi Kerta Raharja to increase a positive image through the Corporate Social Responsibility (CSR) program in the ZISWAF division. The primary focus is on how effectively the CSR program’s messages are delivered and how they contribute to building trust and fostering good relationships with the community. A qualitative research method with a descriptive approach was employed, involving data collection through in-depth interviews, observations, and literature studies. The findings indicate that KSPPS Abdi Kerta Raharja has successfully implemented various CSR initiatives designed to empower the community and enhance welfare, which, in turn, has contributed to a positive image of the cooperative in the eyes of the public. Furthermore, the study examines how the community perceives and responds to these programs, how information is disseminated through media, and the impact on member loyalty. This research highlights the significance of communication in ensuring the effectiveness of CSR efforts and the strengthening of community ties. The results are expected to provide insights for KSPPS managers to develop improved and sustainable communication strategies that will help foster a positive image and further the success of CSR programs in the future.

This study examines how the Public Relations Division (PROKOMPIM) of the Bogor City Government disseminates public information through social media, particularly Instagram, as part of its strategic communication efforts in the digital era. Using the theoretical framework of Government Public Relations (GPR) by Widodo Muktiyo (2020), this research highlights the essential role of government public relations in building public trust, ensuring transparency, and strengthening the positive image of government institutions. The study employs a qualitative descriptive approach to analyze communication strategies, message delivery, and audience engagement in the dissemination process. The findings show that social media serves as an effective and interactive medium for delivering accurate, relevant, and timely information to the public. Furthermore, the use of digital platforms allows PROKOMPIM to foster two-way communication, increase community participation, and enhance the credibility of local governance through more accessible, transparent, and responsive public communication.

This study examines the communication strategy of PT Nutrifood Indonesia through the L-Men Creator Crew (LCC) program as an implementation of the Integrated Marketing Communication (IMC) theory within the context of digital affiliate marketing. The research background stems from the shifting marketing landscape toward collaboration with content creators as a means to build authentic relationships and enhance brand awareness. The purpose of this study is to analyze how L-Men’s communication strategy is integrated across various IMC elements, including advertising, sales promotion, public relations, direct marketing, personal selling, and digital marketing. This research employs a descriptive qualitative approach, with data collected through observation, in-depth interviews, and documentation. The findings indicate that L-Men successfully established an effective two-way communication system with its affiliate community through a community-based approach, personalized guidance, and consistent promotional support. The integration of messages across digital channels creates synergy that strengthens the brand image as an active, inspiring, and relevant brand for the younger generation. The implications of this study emphasize the importance of implementing IMC that focuses on long-term relationships and community collaboration in contemporary digital communication strategies.

In an era of increasingly open and developing information, the image of state institutions is a reflection of a government and can affect public trust. Therefore, LAN RI Public Relations carries out Digital Public Relations activities using social media so that LAN RI can maintain its image in the eyes of the public. The purpose of this research is to describe Regina Luttrel's SOME theory in the activity of using social media in maintaining the image of the institution. The theory used in this research is the SOME theory which has the dimensions of Share, Optimize, Manage, and Engange (Regina Luttrell). This research also uses image theory which consists of Perception, Cognition, and Motive dimensions (Walter Lippmann). This study concludes that LAN Public Relations in the Concept of The Circular Model of SOME implements Share by utilizing various social media platforms. Content is organized through a curation process that is tailored to the institution's guidelines to create relevant and informative communication. Through Optimize, the effectiveness of message delivery is measured based on data analytics with strategies that consider platform algorithms. In the Manage stage, LAN's PR team monitors and analyzes emerging issues, ensuring a quick response to sensitive issues. Engage efforts are demonstrated through surveys, quizzes, discussion forums, and employee personal branding efforts that strengthen public engagement while building trust.

In the digital era, local governments face significant challenges in building a positive public image of regional leaders. The changing public communications landscape driven by technological advancements demands public relations (PR) strategies that are not only informative but also able to engage the emotional and symbolic dimensions of society. The main problem identified is the limited effectiveness of PR content strategies in changing public perceptions. Most content still emphasizes the delivery of factual information, but does not optimally develop narratives, symbols, and interactions that can strengthen the leadership image. This study analyzes this problem using the ADO (Antecedent-Decision-Outcome) approach. Within this framework, PR content innovation is positioned as a prerequisite factor (antecedent), digital communication strategies as the decision (decision), and the formation of the regional leader's image as the final outcome (outcome). The study was conducted using a Systematic Literature Review (SLR) of seven scientific articles that met the inclusion criteria. The analysis is supported by Image Management Theory, Government Communication Theory, and the New Public Governance paradigm, which emphasizes collaboration, transparency, and public participation in governance. Research findings indicate that innovative digital communication strategies—such as the use of social media, visualization of leadership activities, personal narratives, and two-way interactions with citizens—have a significant impact on building and strengthening a positive image of regional leaders. This approach not only increases public trust but also creates more meaningful engagement between leaders and the public. The study's findings confirm that PR plays a strategic role as a key actor in shaping public perceptions of regional leadership in the digital era. The success of image building depends not only on the quality of the message, but also on PR's creativity, consistency, and ability to adapt modern communication technology to meet the dynamics of public information needs and expectations.

In addition to improving interpersonal communication skills, this training also emphasized the importance of strategic communication in the context of advocacy and social mobilization. NGO administrators were trained to design campaign messages tailored to audience segments, including potential donors, corporate partners, and government stakeholders. An understanding of the importance of framing and emotional appeal was also emphasized, so that the messages delivered were not only informative but also able to inspire empathy and concrete action from the audience. During the training process, participants were also equipped with a basic understanding of digital communication, particularly in utilizing social media platforms as a tool to expand the reach of messages. Creative content strategies, effective posting scheduling, and the use of visual storytelling were introduced so that NGO administrators could build a positive image of their institutions in the digital space. These skills are crucial considering that the dynamics of public communication today are influenced by the speed and reach of social media.The positive impact of this activity was felt not only individually, but also institutionally.The NGO "Kakak Asuh" began to show an increase in public engagement through social media, an increase in the number of new volunteers, and the opening of opportunities for partnerships with external parties. This demonstrates that persuasive communication is not merely a means of conveying a message, but also a strategy for building strong, credible, and sustainable relationships with the wider community. Going forward, the sustainability of this training program is designed through a system of ongoing mentoring and support. This approach is expected to strengthen the implementation of the communication strategies learned and enable a comprehensive transformation of organizational communication. Thus, this PKM activity will not only have a short-term impact but also build a solid communication foundation to support the NGO's social mission in the future.

In addition to improving interpersonal communication skills, this training also emphasized the importance of strategic communication in the context of advocacy and social mobilization. NGO administrators were trained to design campaign messages tailored to audience segments, including potential donors, corporate partners, and government stakeholders. An understanding of the importance of framing and emotional appeal was also emphasized, so that the messages delivered were not only informative but also able to inspire empathy and concrete action from the audience. During the training process, participants were also equipped with a basic understanding of digital communication, particularly in utilizing social media platforms as a tool to expand the reach of messages. Creative content strategies, effective posting scheduling, and the use of visual storytelling were introduced so that NGO administrators could build a positive image of their institutions in the digital space. These skills are crucial considering that the dynamics of public communication today are influenced by the speed and reach of social media.The positive impact of this activity was felt not only individually, but also institutionally.The NGO "Kakak Asuh" began to show an increase in public engagement through social media, an increase in the number of new volunteers, and the opening of opportunities for partnerships with external parties. This demonstrates that persuasive communication is not merely a means of conveying a message, but also a strategy for building strong, credible, and sustainable relationships with the wider community. Going forward, the sustainability of this training program is designed through a system of ongoing mentoring and support. This approach is expected to strengthen the implementation of the communication strategies learned and enable a comprehensive transformation of organizational communication. Thus, this PKM activity will not only have a short-term impact but also build a solid communication foundation to support the NGO's social mission in the future.

This analysis discusses the political communication strategy of presidential and vice presidential candidate pair Anies Baswedan and Muhaimin Iskandar (Cak Imin) in the 2024 Presidential Election through a discourse analysis of their campaign advertisements. This campaign utilizes various propaganda techniques such as glittering generalities, plain folks, transfer, and contrast framing to shape political images, strengthen emotional connections with voters, and implicitly criticize political opponents. Symbols of the people and religiosity are used strategically to create social identification and legitimacy in the eyes of the public, especially traditional Muslim voters. In addition, the strategy of political public relations and the use of social media, including TikTok Live, show how the modern campaign approach has shifted towards digitalization and more targeted message segmentation. This analysis underlines the importance of emotional, symbolic, and inclusive communication narratives to avoid social fragmentation and shows that contemporary political campaigns are not only about conveying information, but also about strategic symbolic influence and imaging in the digital era.  

This research aims to analyze the conceptual relationship between brands and public relations (PR) in the context of business and socio-cultural dynamics in Indonesia. Through a literature study method with a qualitative approach, this research explores the role of PR in building brand identity, managing reputation, and facing challenges in the digital era. The study focuses on three main aspects: (1) the development of the brand concept in Indonesia which is not only a visual identity, but also a representation of values ​​and emotional relationships with consumers; (2) definition and function of PR as a strategic communication tool to create a positive image; and (3) integration of brand and PR in a communication strategy that is adaptive to local characteristics. Initial findings show that brand-PR synergy in Indonesia requires a participatory approach, message consistency, and the use of digital media, emphasizing cultural values ​​such as family and religiosity.

With the rapid advancement of technology, the world is increasingly shifting toward the digital era, influencing various aspects of life, including the field of Public Relations (PR). Traditional PR activities that previously relied on print media, radio, or television broadcasts are now experiencing a decline in effectiveness. In response to this shift, organizations and companies are transitioning their communication strategies to digital platforms, one of which is through digital campaigns. Digital campaigns have emerged as a modern form of PR activity that leverages the power of social media to reach a wider, interactive, and more segmented audience. The success of a digital campaign is largely determined by the media used. Currently, Instagram stands out as one of the most popular social media platforms, especially among younger generations, due to its ability to present engaging and easily accessible visual content.Bank Mandiri, as one of the largest banks in Indonesia, is taking advantage of this digital trend by launching digital campaigns through its official Instagram account. This strategy aims to strengthen brand image, increase audience engagement, and expand the company’s communication reach. By utilizing interactive features such as Instagram Stories, Reels, and Live, Bank Mandiri is able to establish more effective two-way communication with its audience. This study aims to analyze the effectiveness of Bank Mandiri’s digital campaign on Instagram and its impact on audience perception and engagement. The results of this analysis are expected to contribute to the development of more adaptive digital PR strategies in the current era of digital transformation.